PHOTOGRAPHIC ART: MARKETING “ILLUSIONS” IN MONOMANIACAL U.S. PHOTOGRAPHIC ART INSTITUTIONS.
Preface: This article was written and re-written by me several times since the mid nineteen-nineties. It was sometime in 1993 on vacation in South Florida when I met with an architect. My family told me of his deep interest and devotion to photography, and so I went to see him to show him my fine art photography.
It was not a warm meeting and it was followed by a ridiculing letter about my work from him. It stated how true art photography was the photography by Strand and Steiglitz (not sure if Adams, Weston and other were mentioned). Their work was ’straight’, and I guess mine was crooked. I can’t remember this persons name, but obviously he had a very limited or narrow minded view of traditional photography and this was my response to him……………………………………………………….
In August of 1997 I published a book of twenty seven creative photographs with complimentary stories titled “Illusions of Martha’s Vineyard.” It was truly an act of love, taking nine long years to complete and compile into one volume. Bound cover to cover, the completed work became an artistic product, reflecting my own trademark style of photographic skills.
With product in hand, my next great challenge was marketing. Marketing photography is particularly difficult, due in part to how the art of photography is perceived and defined. A strong market exists for celebrity photographs, historical “antique” photographs, and photographs created by pioneers in the field, and little else. The market for photographic art is, and has been for years, quite soft. It is easy to understand how this evolved.
As a result of this evolution, there’s simply too much “straight” photography. The hegemony under the banner of “straight” photography is burying the world in a broad catalogue of reproductions, while allowing a narrow view of creativity. It is stifling the growth of photography by limiting its potential as an art form.
The method of “straight” photography can be viewed as reproducing reality with a camera; something illuminated by light, ready to be exposed. Photographs with shock value and documentaries, often stoic and staged, are popular subjects, as are pictures of and by celebrities. Other themes are regional scenic and abstract images (old bikes against chipped paint walls), duplicated and copied around the world and popular only by familiarity and transparent beauty. With anthropocentric mind, these “straight” photographs are often translated by words to be inspirational, expressive of emotion, and revealing true knowledge, by explaining light, shape, or the timing being just so. They are inclusively illusions from the warehouse of individual consciousness, evolving out of the mind, having no self nature. However intellectual and impressive they may sound, most interpretations are at best inventive and arbitrary, and simply provide a subjective validation. With a few exceptions, however clever the critical spin, most “straight” photographs are not that engaging, and their interpretation rarely translates them into a meaningful, imaginative or uniquely creative work of art. Joseph Joubert said, “The ordinary true, or purely real, cannot be the object of the arts. Illusion on a ground of truth that is the secret of fine arts.”
The hegemony of “straight” photography finds fault with my aesthetic choreography. It is manipulative. They scorn that “left” brain and loathe the technical aspect of photography. “Straight” photography can only be defined as strictly ego driven, with the assumption in their view that interpretation, private meanings, or equivalents, satisfy all photographic possibilities. I feel strongly it does not. Imagine painters minimizing the importance of canvas fabric, brush construction and size, the mixing of paints, application of varnishes, and use of technique. Are fine art photographs only made by exposure and interpretation?
I do not have the answer. I do know adjusting the shutter is one of many mechanical/scientific facets of photography. However minimal this “manipulation” may be, it is still one of many technical aspects that make photography what it is. Since its birth, traditional photography has grown through physics, mathematics, chemistry, and electronics. This has resulted in a corresponding growth of creative possibilities, some not yet imagined, that can not be dismissed. Again, photography is a product of the Industrial Revolution, and its science is part of what makes photography a unique art form. Yet many disdain this aspect of photography. Can it be that incomplete knowledge clings to narrow views? Some have an intellect not inclined grasp this aspect of photography, and a few are simply too lazy to apply themselves.
Article by James Schot pre 2000, Photographer/Author of the book “ILLUSIONS OF MARTHA’S VINEYARD,” now part of the photographic art library collection of the
The unappreciated artist remains in good company.
It has been suggested many times to me there is an unappreciative public for the arts (and thereby the artist) in the
Recognition, fame and fortune, does it really matter to an artist? Of course, it would be nice and possibly make things easier, not necessarily creatively. For me creativity has been a gut wrenching urge, sometimes painful, on the inside. Again, speaking for myself, it really has nothing to do with anything else.
Welcome
Welcome to James Schot Gallery Photo Studio Blog!
I don’t know about you, but getting started on this blog has not been easy. The word “blog” is not to be found in my old dictionary. It’s something new. I’m free to make it as I want.
I know what I don’t want. I don’t want a blog synonymous with blah, or trite, boring, and politically correct.
I wouldn’t like this blog to be a blooper. which would primarily be the result if it’s filled with information that is factually untrue.
Nor should it become a manifesto filled with poison. This all adds up to negativity, negativity, and more negativity. Something to avoid and not to believe in.
What I want from my blog, and blogs are very personal entities to each blogger, is a communicating medium for interesting and invigorating debate and information sharing about the gallery scene, the arts, and specifically all aspects of photography. Any contribution I can make come from both the mind and the heart.
The idea is to keep it positive. It’s a fine line to keep in mind. As Jack said “some can’t handle the truth.” Or as a line from a Bob Zimmerman song has it “if my true thoughts could be seen, they’d probably put my head in a guillotine”. And we’re all not to be perceived as whining. With all things in life nothing and no one is perfect, and I’ll play by the odds to stay above the fray to seek wisdom, truth, and beauty…all things positive. Oh, and let’s not forget to keep a sense of humor.
Horray for Fort Lauderdale
ShermansTravel.com rated Fort Lauderdale the 2nd most underrated city stating the obvious facts about beautiful beaches, golf, new chic beach side promenade, and many fine restaurants.
What was especially wonderful to see in print was their mention of a surprisingly sophisticated museum and gallery scene.
So come on you sophisticated art lovers from around the world we are here ready for you. You are all invited. Look for EGN brochures… that’s the Essential Gallery Network to find all the areas fine Galleries and Museums.
2. F
Current Politics & Religion - “Do Not Disturb” the Gallery
The Gallery is a place for balance, a place to contemplate one’s own thoughts and emotions, while feasting your eyes on any of the wonderful fine art photographs exhibited; Positive energy - Do Not Disturb.
To better insure that this is how the atmosphere will remain, I ask that current politics and religion not be discussed. I say “current” knowing that art certainly, in retrospect, has been influenced and inspired by political and religious events, and had the patronage of political and religious figures in the past.
Many times there seems to be an inkling by one person to know another person’s view on these subjects. My views are simple, history shows politics to be a continuum of self fulfilling prophecies and religion to be intoxicating. The derivatives of hope and faith are glorious.
Customer Service
“I still work on the principle ‘the customer is always right’ and do my up most to treat everyone with respect and appreciation for their business”, James. Admittedly there are times when following this principle is difficult, but civility and professionalism are essential business skills.
“Not a problem”….. was the response today to my inquiry for hiring an aircraft company for an aerial shoot. What kind of response is that? What has happened to ‘thank you for calling” ….”I would appreciate your business”?
Come to think of it the first company I left a message for never even called back.
Presently in March 2008, we are concerned about the economy and a possible recession or worse. Responses like “not a problem” is part of what will make a recession or worse possible. This is just shows a lack of education in etiquette. It can get far worse with people not knowing their products or caring to help you. In many places ’service’ today is awful. If Managers only knew how many stores I simply avoid now, because of terrible service.
James Schot Gallery and Photo Studio understands that service is part of the overall quality of the Fine Art Photography that is offered through the gallery and photo studio.
A shared experience
The James Schot Gallery is a showcase for Fine Art Photography by exceptional photographers working in South Florida and from around the world. It is designed as contemporary, like photographic art in the span of art history. It is designed to flow, give the right light, and have an atmosphere to enhance its exhibits. In other words, visually and structurally, viewed as a physical space it is a prodigious place for Fine Art Photography.
You could almost believe if you build it they will come.
Building this home for photography is only a phase. There is so much to be done to spread the word on this venue for the art of photography and its photographic artist. I look for and hope for support in putting photography in the limelight in front collectors, critics, artists, students, the community and lovers of photography.
Success is hardly an exclusive personal triumph or a financial windfall. It will mean success for the community, for lovers of art, and especially for artists. Having it gives us all a showcase for Fine Art Photography. Without it artists have one less place to show and lovers will have one less place to go….. and in this case a very special place.